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Monthly Archives: October 2021

Governmental Branding as Strategy to Build Public’s Trust, Loyalty, and Participation

by B. S. Wijaya

Abstract

Increasing public expectations of the current government’s performance make government institutions are required to improve themselves. Like a brand, the government needs a unique, structured, and integrated strategy to be more focused and on target. However, the main problems in communicating government-related values ​​to the public are trust, loyalty, and participation. This is usually due to the perception, reputation, and credibility constraints of the parties involved in government affairs. This article proposes how governmental branding can be systematically built to form a good perception of government and its attributes so as to help in communicating governmental values ​​well and reduce constraints and negative effects. There are various dimensions and aspects related to governmental branding, namely 1) Behavioral Dimensions (ranging from public awareness to loyalty), 2) Managerial Dimensions (ranging from governance to efficiency), 3) Physical Dimensions (ranging from distinctive identity signifiers to resources and the environment), 4) Relational Dimensions (ranging from public relations to the private sector), 5) Sociocultural Dimensions (ranging from philanthropic efforts to community development), 6) Representational Dimensions (ranging from communication to constructive narrative), 7) Financial Dimensions (ranging from investment perception to debt), and 8) Political Dimensions (ranging from policy products to political trust).

GOVERNMENTAL BRANDING SEBAGAI STRATEGI UNTUK MEMBANGUN KEPERCAYAAN, LOYALITAS, DAN PARTISIPASI MASYARAKAT

Ekspektasi publik yang semakin meningkat terhadap kinerja pemerintah saat ini membuat lembaga-lembaga pemerintahan dituntut untuk berbenah diri. Layaknya sebuah merek, pemerintahan pun membutuhkan strategi yang unik, terstruktur, dan terpadu agar lebih fokus dan tepat sasaran. Namun, problem utama dalam mengomunikasikan nilai-nilai terkait pemerintahan kepada publik adalah kepercayaan, loyalitas, dan partisipasi. Hal ini biasanya dikarenakan adanya kendala persepsi, reputasi, dan kredibilitas dari pihak-pihak yang terlibat dalam urusan pemerintahan tersebut. Artikel ini mengusulkan bagaimana governmental branding dapat dibangun secara sistematis untuk membentuk persepsi yang baik terkait pemerintahan dan atribut-atributnya sehingga membantu dalam mengomunikasikan nilai-nilai governmental dengan baik dan mereduksi kendala-kendala dan efek negatif. Ada berbagai dimensi dan aspek terkait governmental branding, yakni 1) Dimensi Perilaku (mulai dari kesadaran publik hingga loyalitas), 2) Dimensi Manajerial (mulai dari  governance hingga efisiensi), 3) Dimensi Fisikal (mulai dari penanda identitas distingtif hingga sumberdaya dan lingkungan), 4) Dimensi Relasional (mulai dari relasi-relasi publik hingga sektor swasta), 5) Dimensi Sosiokultural (mulai dari upaya-upaya filantrofis hingga pengembangan masyarakat), 6) Dimensi Representasional (mulai dari komunikasi hingga narasi konstruktif), 7) Dimensi Finansial (mulai dari persepsi investasi hingga utang), dan 8) Dimensi Politis (mulai dari produk-produk kebijakan hingga amanah politik).

Read more: Governmental Branding

How to Cite: Wijaya, B. S. (2018). Governmental Branding as Strategy to Build Public’s Trust, Loyalty, and Participation. Journal Communication Spectrum: Capturing New Perspectives in Communication, 8(2), 232-255. http://dx.doi.org/10.36782/jcs.v8i2.2152


Making Personal Branding Works: The Role of Positive Communication

by Muhammad Taufiq Amir & B. S. Wijaya

Abstract

Research objective: Positive communication characterizes a positive image of the person and creating positive dynamics in the organization. Similar positive intentionality and image also become the purpose of a personal branding strategy to create the target audience’s perceptions. While these two concepts seem interrelated, there is no study link positive communication with personal branding management. This study examines how positive communication can help an individual achieve personal branding goals, such as reputation and authenticity. Two elements of positive communication, integrative communication and constructive interaction are explored and analyzed for their potential role in the outcome of personal branding.

Method: This study uses a literature study approach in the field of positive organizational scholarship and personal branding in organizations.

Key Findings: Six sub-elements of positive communication: inclusiveness, respectfulness, supportiveness, and solution-focused, future-oriented and collaborative seems potentially help in strengthening the effect of a good impression, increasing the trust in reputation and authenticity that the audience expected to perceive. However, the results can backfire if the communicator slips into strategies with low authenticity; or artificial or exaggerated messages.

Conclusions: Positive communication can be used to make the process and results of personal branding more optimal. Communicators can use various communication modes, yet they need to be cautious about the negative implications of the false strategy.

Read more: Making Personal Branding Works

How to Cite: Amir, M. T. & Wijaya, B. S. (2021). Making Personal Branding Works: The Role of Positive Communication. European Proceedings of Social and Behavioral Sciences 117.


Komunikasih: Komunikasi Positif Berbasis Empati

by B. S. Wijaya

Abstrak

Komunikasih adalah komunikasi empatik yang menyertakan energi kasih sayang dalam penyampaian pesan sehingga menimbulkan pemahaman yang baik dan benar oleh penerima pesan, serta berefek terciptanya emosi positif yang penuh kasih dan perdamaian di antara para pelaku komunikasi. Komunikasih adalah komunikasi yang tulus, tidak egois, dan konstruktif. Jika negativitas komunikasi dapat ditemui di setiap unsur komunikasi, maka komunikasih pun selalu melibatkan cinta dan kasih sayang di setiap unsur dan tahap proses komunikasi. Komunikator yang penuh kasih selalu mendasari aktivitas komunikasinya dengan niat yang baik dan tulus. Penciptaan makna pesan (encoding) yang dibingkai cinta dan kasih sayang akan menghasilkan pesan-pesan yang baik dan positif. Begitu pula dengan saluran penghantar pesan, baik dalam wujud media, pihak ketiga atau kegiatan yang diliputi nuansa kasih akan terhindar dari gangguan buruk (black noise) dan kekeliruan, baik disengaja maupun tak disengaja. Proses penafsiran makna pesan (decoding) yang melibatkan kasih sayang pun membuat penerima pesan bebas dari prasangka buruk. Sehingga, pesan tersebut menghasilkan efek dan respon positif secara emosional, situasional maupun efek dalam bentuk runtunan komunikasi positif berikutnya. Dengan demikian, konflik negatif, perselisihan dan kekerasan pun dapat dicegah. Ada enam prinsip utama Komunikasih, yakni niat dan tujuan yang baik dan tulus (heartfelt intention and goal), pesan yang konstruktif dan tanpa pamrih (constructive and selfless message), pemaknaan berbasis empatik (empathetic meaning-making), penyampaian pesan dan umpan balik yang welas asih (compassionate delivery and feedback), penggunaan media secara positif (positive media use), dan dampak-dampak yang penuh kasih sayang (affectionate impacts).

KOMUNIKASIH: THE EMPATHY-BASED POSITIVE COMMUNICATION

Komunikasih is empathetic communication that includes the energy of affection and compassion in delivering messages to lead to a good and correct understanding by the recipient of the message, and the effect of creating positive emotions that are full of love and peace among the communicators. Komunikasih is sincere, selfless, and constructive. If communication negativity can be found in every communication element, then Komunikasih always involves love and affection in every element and stage of the communication process. Loving communicators always base their communication activities on good and sincere intentions. Creating meaning of messages (encoding) framed by love and affection will produce good and positive messages. Likewise, with message delivery channels, whether in the form of media, third parties, or activities covered with nuances of love, will avoid black noise and mistakes, whether intentional or unintentional. The process of interpreting the meaning of messages (decoding), which involves affection, also makes the recipient of the message free from prejudice. These messages produce positive emotional, situational, and effectual responses in the next positive communication sequence. Thus, negative conflicts, disputes, and violence can be prevented. There are six main principles in Komunikasih, namely heartfelt intention and goals, constructive and selfless messages, empathetic meaning-making, compassionate delivery and feedback, positive media use, and affectionate impacts.

Read more: KOMUNIKASIH (Communication with Compassion)

How to Cite: Wijaya, B. S. (2015). Komunikasih: Komunikasi Positif Berbasis Empati [Komunikasih as an Empathy-based Positive Communication]. Journal Communication Spectrum, 5(2), 147-166. https://doi.org/10.36782/jcs.v5i2.2019


Mapping the New Geography of Work and Roles in Online Media Marketing Communication

by B. S. Wijaya, Dyama Khazim Setyadi, Dudi Rudianto, and Muchsin Saggaff Shihab

Abstract

With increasing business competition, both in competing for advertisers and consumers, online media continues to innovate in response to changes in consumer behavior maps and the media technology ecosystem. This article highlights the geographical shifts in marketing communications management for online news products through social media, thereby changing the map of job territory and roles in media organizations. Using descriptive case studies, we directly observe newsroom and media marketing practices in an online media office in Indonesia to find out the system, structure, space, scope, function, and work process in marketing the news products through social media. We also interviewed key informants, namely managing editor, marketing communication staff, and triangulating informants from different online media to compare their work ecosystems. To complement the field data, we conducted document searches from professional, media, and scientific sources. Results show that, internally, the organizational structure changes in the team’s migration that handles social media marketing, from the sales and marketing division to the newsroom division. The team’s terminology has also changed from what was initially named Online Team to the Community Team. Consequently, the community team has a double role in operating a newsroom function and sales and marketing. Externally, news consumer behavior maps have also changed, especially in accessing the online news space. Consumer trends are migrating from considering media brands to simply clicking on seductive headlines. This migration substantially impacts the changes in online news marketing communication outlets

Read more: New Geography of Work and Roles in Online Media Marketing Communication

How to Cite: Wijaya, B. S., Setyadi, D. K., Rudianto, D., & Shihab, M. S. (2021). Mapping the New Geography of Work and Roles in Online Media Marketing Communication. Review of International Geographical Education Online, 11(6),


Branderpreneurship Framing Analysis (BFA): A Methodological Framework

by B. S. Wijaya

Abstract

Entrepreneurship and branding have an intersection on the desire for innovation. Therefore, Branderpreneurship, as a concept of brand development-based entrepreneurship, focuses on the added values resulted from continuous innovation. This article highlights the methodological aspects of branderpreneurship in appraising the extent to which brand development-based entrepreneurship performs in innovating brand values in an atmosphere of business competition and excellent communication. Two methodological approaches use Branderpreneurship Framing Analysis (BFA), both qualitatively and quantitatively. Qualitative BFA (ql.BFA) focuses on the study of strategic business performance to develop brands through the lens of the circle of values development in Branderpreneurship theory, which includes the dimensions of identifying, creating, delivering, communicating, maintaining, evaluating, and updating values. Quantitative BFA (qt.BFA) focuses on measuring the performance scale in each dimension by referring to the values 0-1 (bad), 1-2 (good), and 2-3 (excellent). This method is beneficial for assessing the Branderpreneurship performance of SME brands and start-up businesses.

BRANDERPRENEURSHIP FRAMING ANALYSIS: Sebuah Kerangka Metodologis

Kewirausahaan dan branding memiliki titik singgung pada hasrat akan inovasi. Karena itu, branderpreneurship, sebagai konsep kewirausahaan berbasis pengembangan merek, fokus pada nilai tambah yang dihasilkan dari inovasi yang tiada henti. Artikel ini menyoroti aspek metodologis dari branderpreneurship dalam mengukur sejauh mana strategi kewirausahaan berbasis pengembangan merek berhasil dalam menginovasi nilai-nilai merek di tengah atmosfer persaingan bisnis dan komunikasi yang ketat. Dua pendekatan metodologis menggunakan Branderpreneurship Framing Analysis (BFA), baik secara kualitatif maupun kuantitatif. Qualitative BFA (ql.BFA) fokus pada kajian performa strategis sebuah usaha dalam upaya pengembangan merek melalui kacamata the circle of values development dalam teori Branderpreneurship yang mencakup dimensi-dimensi identifyingcreating, delivering, communicating, maintaining, evaluating, dan updating valuesQuantitative BFA (qt.BFA) fokus pada pengukuran skala performa di setiap dimensi dengan merujuk pada nilai 0-1 (buruk), 1-2 (baik), dan 2-3 (sangat baik). Metode ini sangat berguna untuk menilai performa branderpreneurship merek-merek UKM (Usaha Kecil dan Menengah) dan usaha-usaha rintisan.

Read more: Branderpreneurship Framing Analysis (BFA)

How to Cite: Wijaya, B. S. (2014). Branderpreneurship Framing Analysis (BFA): A Methodological Framework. Journal Communication Spectrum, 4(2), 156-169. https://doi.org/10.36782/jcs.v4i2.2096



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